The document discusses how hotels can leverage social media before, during, and after guest stays. It provides tips for how hotels can use social media to market to potential guests, engage with current guests, and encourage positive word of mouth after stays. Specifically, it recommends promoting property offers and local events, encouraging reviews from past guests, thanking guests publicly on social media during their stay, and monitoring social media for opportunities to engage with current and past guests. The overall message is that social media can complement traditional marketing efforts and help extend a property's messaging across the entire guest experience lifecycle.

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The global front desk
Leveraging the power of social media before,
during and beyond a simple room night
Andrew Grill - Great Hotels of the World Organisation Annual Conference
London, November 2010

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Social media is just like real life!

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Marketing sets the expectation, marketing
creates demand, marketing helps a
consumer differentiate why one choice is
better than another.
Operations delivers.
Any gap between the two drives a
conversation on the social Web.
Dave Evans http://lc.tl/gap

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Why social media?
• Two way medium
• Instant feedback
• Promotes sharing of ideas and information
• Complements everything you are currently doing
• Relatively simple to establish a presence
• Your competitors are already doing it

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Things to consider
• Social media is noisy
• Social media is demanding
• Social media is unforgiving
• Social media is not a replacement for marketing
• Social media is the best word of mouth you cannot buy
• Social media helps extend your message before, during &
after a room night

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Before
• Use social media before a guest considers a stay
• Promote property offers and events & things in the area
• Find others that talk about your particular niche
• Publish property photos on more sites than just your own
• Encourage previous guests to recommend via social media
• Provide an additional channel for questions

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During

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Some great examples already

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http://chmuk.com/pics

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After
• Ask your guest’s permission to store their twitter name
• @name thank them for staying publicly – they will return the
favour
• Offer an incentive to promote your property
• Make it easy for guests to promote/share/like your property
• Watch for their tweets – they may be talking to you!

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Promote your own & local events

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One to watch - Foursquare
http://foursquare.com

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When do people visit my property?

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What should I do next?
• Claim your brand on twitter & Facebook
• Identify who is going to monitor and maintain
• Arm the team with tools to contribute also
• Put our social media credentials on your web front door
• Grab a short URL version of your brand
• Start tweeting and following
• Leverage your property presence on social media

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Monitor social media
http://lc.tl/vt

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@AndrewGrill
Contact via http://lc.tl/c
+44 788 198 6694